Should my business be on Threads?

By Tim Priebe on October 18, 2023

By Tim Priebe on October 18, 2023

If you haven’t heard, there’s a new kid on the social media block: Threads, brought to you by the tech giant Meta. While we’re a few months into its lifespan, it’s hard to tell whether it’s going to last or whether it’s a supernova—setting records for the fastest-growing online service but then dying off quickly.

I ran perhaps the most unscientific poll ever on another social network, asking who had a Threads account and who was still active. 67% of the respondents had created a Threads account, but only 11% were still actively posting and participating. Some notable comments included:

  • “I waited for the hype to pass, which it did. Not interested.”
  • “Doesn’t seem like it’s going to take off.”
  • “Nah. It’s just not gonna stick.”
  • “I don’t even know what that is.”

With the reactions being mostly negative, should your business bother joining Threads? Let’s explore that very question.

What is Threads?

Threads is a relatively new social network from Meta, launched July 5, 2023. It’s mostly designed as a personal-use social network, and its capabilities are closest to Twitter, having a text-centric approach.

With a generous 500-character limit, it offers a broader canvas for expression compared to Twitter. Although it began as a mobile app, Threads expanded its horizon with a web version at, broadening its appeal and accessibility​.

Organizations and individuals alike can create a Threads account using their Instagram credentials, making it easy to transition into this new social network. Once you have an account, it lets you pull various pieces of your profile from your Instagram account.

Your Point of Optimization for Threads

I cover the Point of Optimization in my book, Online Marketing Mindshift. Just in case you don’t have time to drop everything and read it right now, here are the four elements you should consider when looking at any social network or any online marketing tactic:

  1. Audience
  2. Capabilities
  3. Culture Fit
  4. Comfort Level

When evaluating Threads, be sure to consider how well each of those elements lines up with your needs when it comes to Threads. Don’t just look at one of the elements; consider all four.

Personal or business?

Threads currently leans towards personal interaction. However, it is also available to businesses, with the process being easy if your business has an Instagram account already.

But even if a business Threads account doesn’t make sense for you currently, a personal account may still be a good idea.

Creating a personal account allows you to explore the Threads universe, experiment with its features, and engage with the community. It’s a hands-on way to discover how well it resonates with your organization’s culture and objectives before making a business account.

This personal expedition could reveal whether or not Threads aligns with the Point of Optimization for your business and do so much better than any article ever could.

Pros of your business being on Threads

More room for expression: Compared to Twitter, the 500-character limit is like having a bigger canvas for your brand’s narrative​.

Instagram integration: Instagram loves Threads because of a sort of sibling bond, which could be leveraged for a seamless narrative across both platforms​. We’ll have to see how this integration pans out over time.

Engagement potential: The close-knit community vibe might just make it the right place to nurture meaningful interactions with your audience. If you find an audience on Threads, they have a decent chance of being highly engaged.

Cons of your business being on Threads

Engagement uncertainty: The initial buzz around Threads faded quickly. It’s essential to gauge whether the engagement level resonates with your brand’s expectations​.

No scheduling: Lack of an API for scheduling services can be a major pain if you’re used to scheduling all your business’s social posts ahead of time. While hacks and workarounds exist, this is a huge pain for many.

Uncharted waters: Threads is still a fresh face in the crowd. Its long-term viability as a digital marketing or even social media platform has yet to be determined.

Will Threads help your business or nonoprofit? It might. If you like being an early adopter, jump on and play around for the next 6-12 months before making a judgment call. While it may not fit every business and nonprofit, there’s no way to tell for sure unless you use it for a while.

Need help with your social media?

Navigating the ever-changing social media landscape may be overwhelming for you. If so, and you’re looking for help, let’s talk! We’d be happy to see if we’re a good fit to help you.

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